FOSTER'S SETS BOOMERANG CONTEST, TEAM SPONSORSHIPS

Miller Brewing Co. intends to capitalize on the popularity of unusual sports and things Australian with sponsorships of boomerang competitions for its Foster's import brand.

As the sponsor of the biennial World Boomerang Championship, to be held next month in St. Louis, Miller will support a team of boomerang stars -- called Foster's Boomerang 2000 -- that will tour the U.S.

The sponsorships fit neatly into a marketing plan that has built Foster's by accenting its antipodean heritage. Miller this year is stepping up its wry "How to speak Australian" campaign (AA, March 23).

It also is running a promotion that offers trips to Australia and supports Aussie rules football as well.